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Digital challenges for a traditional agency

My ex-boss, who left the company the other week, was interviewed in the Wall Street Journal (subscription req.) about the challenges facing her in new job and those facing a traditional advertising agency as it tries to integrate digital. Some key points from the interview:

an agency appointing a ‘digital czar’ is not enough, you need to have the people to implement the plans

you can’t just drop a bunch of digital people in the middle of a traditional agency as they’ll all just wonder what they are doing. Digital needs to be more than an extension of the ad campaign.

to understand digital you need to live it, otherwise you will never get it as a creative medium. it’s not something you can just read about

The points rang very true, it’s difficult in an agency where many live TV but few seem to live digital.